Why Presentation and Perceived Value Matter When Selling Prints

Photographers, especially those who came up during the film era, tend to place a high value on physical prints. For many artists, however, the idea of selling prints feels a bit more uncertain. Some hesitate because they assume no one will buy their work; others simply don’t know where to start.

I can relate. Right after college, I landed a job in direct sales. At the time, it felt like the last thing I wanted to do—business wasn’t exactly my passion. But those six months turned out to be an eye-opener. What I learned about sales and the psychology behind how people make purchasing decisions has stuck with me ever since.

Assign Value to Your Product

The first step to selling anything—including your prints—is learning to assign value to what you’re offering.

Back in that sales job, I was amazed by how some of the top reps could take a fairly ordinary product and make it sound like the best thing since sliced bread. They talked about “buying temperature,” a term we used to gauge a customer’s enthusiasm. The presentations were carefully scripted, practiced repeatedly, and focused heavily on benefits—saving money, improving health, and making life easier.

We used language that encouraged customers to envision themselves using the product. That visualization, paired with confident delivery, made it feel like they needed it. And the results? Consistent sales. All because we learned to communicate value.

The same principle applies to your art or photography prints. If you don’t show people why your work is valuable, they may not see it on their own.

Presentation: A Tried and True Tactic

Now, selling prints isn’t the same as selling household gadgets. But presentation still matters a lot.

If you’re selling in person (at an art show, market, or gallery), your presentation should be a top priority. Prints that are thumb-tacked to a wall or loosely stacked in a folder don’t inspire confidence or perceived value.

Instead, try framing a few pieces and hanging them. If that’s too costly, consider using clean matting to elevate the look. For example, if you’re selling a giclée print that costs you $8 to produce and asking $25 for it, you don’t want to present it as just a sheet of paper.

If you’re not framing, at least place the prints in clear protective sleeves. These can be found at art supply stores or right here. The sleeves alone help signal that the work is something to be cared for, not just another throwaway item.

For mounted canvas prints, small touches can go a long way. You might include a hanging kit, like a French Cleat, as a bonus. (We often include these automatically for mid- to large-sized canvas orders.) One creative seller even included tiny pen-sized dusters with each print. A little quirky? Maybe. But memorable? Absolutely.

Use Your Creativity to Sell

Presentation is all about creativity, and as artists and photographers, that’s your superpower.

Even if you’re selling exclusively online, how you show your work matters. Are your mockups clean, professional, and emotionally appealing? Do they make someone feel like they’re imagining your print on their wall?

Ask yourself (and maybe even a trusted friend) if your current setup builds up that “buying temperature.” If not, what could you tweak to elevate the experience?

At the end of the day, selling your work isn’t about being pushy or gimmicky. It’s about communicating value and giving your art the stage it deserves. With a bit of thoughtful presentation, you might be surprised at how many people start saying “yes.”